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Garanti

Sponsorship commercial for estate agent Garant

Fig.01. — City Microcosm

i. Project Background
Sponsorship commercials are often treated as an afterthought — a static logo, a few seconds of filler, and on with the show. But I see them differently: as a creative challenge and an opportunity to say more with less.

For this illustrative spot for estate agency Garanti, I built a stylised city scene that quite literally grows out of their logo. The goal was to quickly and clearly communicate the wide range of properties Garanti represents — from compact flats to family homes and everything in between.

Fig.02. — Street level, night-time

Fig.03. — Bird’s-eye view

Client:
Garanti

Product:
Sponsorship, commercial

Year:
2012

Design, direction, illustration:

Joseph Hodgson

Designed @:
Racecar

Awards:
Nominated as best commercial at Visuelt 2013

ii. Process & Result
Using a bold, extruded design language, I transformed the logo into an entire urban landscape, giving viewers a visual shorthand for Garanti’s scope and reach — all within a tight runtime.

Each letter in the logo represents its own architectural style, with many of the buildings inspired by real-world structures. The ‘R’, for example, takes cues from Oslo’s iconic town hall — grounding the piece in a familiar local context.

Fig.04. — Sunrise

Fig.05. — Gradual reveal

Fig.06. — Logo begins to form

Fig.07. — Aerial perspective

Fig.08. — Garanti!

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